LAND ROVER DEFENDER
LXFM 740 Visual Narrative for Consumer Engagement PROFESSOR KWOK | SPRING 2020
TABLE OF CONTENTS 2
Roles and Responsibilities
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About the Company
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Storyline/Synopsis
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Final Branded Luxury Film
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Target Customer
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Customer Persona
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Concept direction
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Image Mood Board
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Video Mood Board
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Works Cited
ROLES & RESPONSIBILITES Kapri Armstead CREATIVE DIRECTOR
Dominic Intrieri
LUXURY DIRECTOR
Kimberly Gettenburg
FILM/SOUND DIRECTOR
Ashlyn Jackson
DESIGN DIRECTOR
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About the Company
Land Rover is a British automobile brand founded in 1948. Currently owned by Jaguar Land Rover, the brand specializes in premium and luxury sport utility vehicles. The term "land rover" was originally used by the Rover Company to describe the boxy four-wheel drive, off-road model, designed by Maurice Wilks in 1947. The marque today includes two models of Discovery, four distinct models of Range Rover, and after a three-year hiatus, two models of the second generation of Defenders.
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The Remodeled 2020 Land Rover Defender For All Roads Leading Home
Adventure begins with man and dog on an outdoor experience. When his wife texts him "Where are you? Don't be late!", he plots his route home. With luxury technology and speed, he knows the 2020 Land Rover Defender will not disappoint him on his timely quest. Tumbling through different states, the Defender proves it is built for all terrains.Â
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Final Branded Luxury Film
#Defender2020 #ForAllRoadsHome #RelyOnLandRover #WhereHaveYouBeen? #BuiltForAllJourneys
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Target Customer 35-50 years of age College Educated; maybe even Masters/PH.D Active; Experience Oriented Enjoys traveling Upper middle-class and Upper class. 300,000+ income Has a career
0-2 children
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Persona Meet Cary and Mark. Cary is 32 years old, and Mark is 35 years old. The two have been married for 5 years and have 1 child together so far. The couple lives in Houston, Texas where Cary works as a project manager for Deloitte and Mark works as an emergency medicine physician. Combined, the couple makes $425,000 a year after taxes. Cary and Mark enjoy traveling together, outdoor activities, and nights out with friends. The two have been to 37/50 states and have traveled to 4/7 continents.
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Concept direction and creation
Strengths • story line • creative ideas • vision board • creating the final video
Weaknesses • finding videos that fit storyline • coming up with a tagline that fit the overall image of final video
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Image Mood Board
ALL ROADS LEAD HOME
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Video Mood Board
ALL ROADS LEAD HOME
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Works Cited
Bhasin, Hitesh, and Graham Rath. “Marketing Strategy of Land Rover - Land Rover Marketing Strategy.” Marketing91, 24 Jan. 2019, www.marketing91.com/marketingstrategy-land-rover/. "FIRST DRIVE! New Land Rover Defender Review 4K | Top Gear." Youtube, uploaded by Top Gear, 24 Mar. 2020, www.youtube.com/watch?time_continue=168&v=-_qGCzGR74&feature=emb_logo. “Land Rover.” Land Rover 4x4 Vehicles and Luxury SUV, www.landrover.com/index.html. "Land Rover Defender 2020 - Jumping SUV!!!" Youtube, uploaded by SupercarTV, 24 Feb. 2020, www.youtube.com/watch?v=OdTH4sfaPtc&feature=emb_logo. Strohl, Alex. "Finding Adventure at Home with Alex Strohl | Land Rover USA." Youtube, uploaded by Land Rover USA, 30 Mar. 2017, www.youtube.com/watch? v=VWRnteJqag0&feature=emb_logo. "The New Land Rover Defender | Urban Pack | Land Rover USA." Youtube, uploaded by Land Rover USA, 10 Dec. 2019, www.youtube.com/watch? v=Sxk_y0yfQtw&feature=emb_logo. "2020 Land Rover DEFENDER - All-Models." Youtube, uploaded by Cars Overview, 13 Sep. 2019, www.youtube.com/watch?v=f2EBbrbdoHg&feature=emb_logo. "2020 Land Rover DEFENDER – Ready to fight the G-Class??" Youtube, uploaded by YOUCAR, 10 Sep. 2019, www.youtube.com/watch? v=z2gXCuq8UKM&feature=emb_logo.
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LAND ROVER
2020 DEFENDER